Publications by category

Journal articles

Abstract:Lens or Prism? How organisations sustain multiple and competing reputations

Purpose (mandatory)This paper challenges singular definitions, measurements and applications of corporate reputation which tend to be reductionist. We rebuff such narrow representations of reputation by showing the multiplicity of reputation in the case of a global management consulting firm and demonstrate how it has sustained such reputations.

Design/methodology/approach (mandatory)Using a large cross-country qualitative case study based on interviews, focus groups, non- participant observations, workshops and a fieldwork diary, dimensions of reputation are highlighted by drawing on perceptions from multiple stakeholder groups in different geographies.

Findings (mandatory)We find significant differences in perceptions of reputation between and within stakeholder groups, with perceptions changing across dimensions and geographies.

Originality/value (mandatory)The theoretical implications of the research indicate a plurality of extant reputations, suggesting that a prism is more suited to representing corporate reputation than a singular lens-like focus which is too narrow to constitute reputation. This paper offers theoretical and practical suggestions for how global firms can build and sustain multiple and competing corporate reputations.

This conceptual study critically examines the separate concepts of guanxi and relationship marketing, explores the differences between the two approaches, and proposes innovative linkages between them. Chinese guanxi develops relationships at the inter-personal level, whereas relationship marketing develops relationships at the inter-organizational level. Both concepts are well known, but a dearth of critical comparison remains in academic literature, even though evidence suggests that managers can use the linkages between the approaches to improve customer recruitment and retention. Through a critical review and synthesis of prior research on guanxi and relationship marketing, this study proposes a novel theoretical model that links guanxi and relationship marketing and develops theoretical and managerial implications of such linkages. As such, this study offers new and valuable insights and benefits for Asian firms, which employ only guanxi-type relationships.Keywords: Relationship marketing; Guanxi; Relationship investment; Retention; Theoretical

Publications by year

2017

Abstract:Lens or Prism? How organisations sustain multiple and competing reputations

Purpose (mandatory)This paper challenges singular definitions, measurements and applications of corporate reputation which tend to be reductionist. We rebuff such narrow representations of reputation by showing the multiplicity of reputation in the case of a global management consulting firm and demonstrate how it has sustained such reputations.

Design/methodology/approach (mandatory)Using a large cross-country qualitative case study based on interviews, focus groups, non- participant observations, workshops and a fieldwork diary, dimensions of reputation are highlighted by drawing on perceptions from multiple stakeholder groups in different geographies.

Findings (mandatory)We find significant differences in perceptions of reputation between and within stakeholder groups, with perceptions changing across dimensions and geographies.

Originality/value (mandatory)The theoretical implications of the research indicate a plurality of extant reputations, suggesting that a prism is more suited to representing corporate reputation than a singular lens-like focus which is too narrow to constitute reputation. This paper offers theoretical and practical suggestions for how global firms can build and sustain multiple and competing corporate reputations.

This conceptual study critically examines the separate concepts of guanxi and relationship marketing, explores the differences between the two approaches, and proposes innovative linkages between them. Chinese guanxi develops relationships at the inter-personal level, whereas relationship marketing develops relationships at the inter-organizational level. Both concepts are well known, but a dearth of critical comparison remains in academic literature, even though evidence suggests that managers can use the linkages between the approaches to improve customer recruitment and retention. Through a critical review and synthesis of prior research on guanxi and relationship marketing, this study proposes a novel theoretical model that links guanxi and relationship marketing and develops theoretical and managerial implications of such linkages. As such, this study offers new and valuable insights and benefits for Asian firms, which employ only guanxi-type relationships.Keywords: Relationship marketing; Guanxi; Relationship investment; Retention; Theoretical